Kraft Tries Hacking Your Endorphin Levels to Sell More Mac ’n’ Cheese

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Bland, boring packaged foods have gotten a lot spicier recently, and the underlying reason may be more strategic than to catch shoppers’ eyes in the aisle with pictures of adorable peppers. Kraft, General Mills, and other brands with unholy sums invested in serious R&D; have discovered that hotter foods apparently “create a lot of loyalty,” to quote GM, which just introduced its speecy-spicy Helper Bold.